But Cook couldn't resist making a little joke aimed at the people in the audience who were using Android phones.

"They've asked me to make a standard announcement ... about silencing your phones," Cook said. "So those of you with an iPhone, just place it in silent mode. If you don't have an iPhone, please pass it to the centre aisle; Apple has a world-class recycling program."

You can watch Cook make that joke around one minute into the video here:

"Many of these customers were switchers from Android," he said. "They had bought an Android phone, by mistake, and then sought a better experience. And a better life. And decided to check out iPhone and iOS."